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Twitch Will Stream Selected Premier League Matches as it Looks to Expand into New Areas

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twitch will stream selected premier league matches as it looks to expand into new areas

For years, social platforms have been trying to capitalize on the link between live TV viewing and social engagement – or ‘second-screening’ as it’s become known.

According to research, more than 90% of people now have their smartphone on hand while watching TV, and are particularly engaged with their devices, and specifically, social media apps, during live events. Logically, then, it would make sense for social platforms to merge the two functions. Twitter has tried to stream real-time tweets along with sporting broadcasts as part of its various rights deals, while Facebook has attempted the same with different approaches to Facebook activity appearing on the same screen as TV shows.

They haven’t worked – and despite live-streams continually seeing significantly higher engagement rates than regular videos, no platform has been able to successfully merge the community and engagement elements of social apps with live event viewing. 

Except for gaming platform Twitch.

Twitch has been specifically built around its community elements, and regularly sees huge levels of interaction and engagement within gaming live-streams.

Twitch stream

User behavior on Twitch is entirely aligned around real-time interaction and engagement during the main broadcast, and as such, Twitch users seem more accustomed to interacting as the video plays. Which is why this week’s announcement of a new deal to air Premier League matches on Twitch is significant.

As per Deadline:

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“Amazon is planning to stream live Premier League fixtures for free on Twitch in the UK as it aims to give fans the chance to interact with each other while games are being played.”

That could be the start of a major new shift for Twitch, because while the platform is dedicated to gaming, FIFA 20 and NBA 2K are hugely popular titles among game streamers on the site. That also likely means that a lot of Twitch users are crossover fans of those (and other) sports, and with the added engagement and community behaviors on the platform, it could be that Twitch ends up being the platform that’s finally able to merge the benefits of both, and maximize the engagement around live events on a single, unified platform.

That could have significant benefits for advertisers, and might even make Twitch a more popular site among sporting fans in general, as opposed to the noted crossover audience. If the best conversation is happening on Twitch, more fans will come across.

Facebook actually released a new app recently, trying to tap into the same trend. With sporting fans unable to attend live events due to COVID-19, Facebook released ‘Venue‘, which merges real-time viewing with community commentary.

Facebook Venue

Twitch, again, may be better suited to such, and if Twitch can facilitate more interaction around live sports, as it does with video games, that could be the start of a whole new trend, with Twitch’s younger audience leading the way into the next stage of at-home sports engagement.

And that’s not the only front where Twitch is seeing higher activity – this week, Bloomberg reported that the platform is also becoming a key focus for musicians as they seek to maintain connection with their fans.  

As per Bloomberg:

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“In May, people spent almost 27 million hours watching live music and other performing arts on Twitch, according to StreamElements, more than five times January’s total. And music is now one of the top 15 genres on the site.”

Twitch has the audience engagement, it has younger users already engaging. And now, it’s finding more use cases for such, which could make Twitch a more relevant platform for advertisers in the near future.

It may not be as big a consideration as YouTube or Facebook, or even Twitter in terms of reaching a wider audience. But it should be on your radar. Twitch currently serves around 37.5 million monthly active viewers, and is projected to see steady increases moving forward.

Also this:

Twitch streamers - chart

Twitch has seen a massive surge in interest during COVID-19, and it’s increasingly where younger audiences are hanging out.

It’ll be worth monitoring the data on its coming Premier League streams to see how audiences respond.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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